Coca-Cola Canada wants the country to know it cares about more than just making beverages.
The CPG company is highlighting its CSR efforts in a new campaign, pointing out the changes it’s making to be more sustainable, as well as its community involvement and partnerships with non-profits like ParticipACTION and WWF-Canada.
The “Live Positively” campaign focuses on seven core areas, such as active living, which includes a program with ParticipACTION to motivate youth across the country. Other areas include water stewardship and climate protection, referring to the company’s reduction of its carbon footprint by 11% since 2007.
Sandra Banks, VP, public affairs and communications, Coca-Cola Canada, says the push has been several years in the making. “We’ve changed our business to address the issues that matter, be they environmental, or the well-being of consumers,” she says. “We’ve been looking at a variety of ways to change how we operate, and we’re now starting to tell those stories because we have results to show.”
Targeting influential adults, print ads debuted in La Presse and the Globe and Mail, and are appearing in daily newspapers across the country. They drive to Livepositively.com, where visitors can learn more about Coca-Cola’s CSR efforts and discover ways to get involved, such as volunteer opportunities.
Leo Burnett’s Toronto office did the creative and Universal McCann in Toronto handled the media buy.